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Food and Agribusiness Marketing in Europe (Hardcover)
Loot Price: R3,553
Discovery Miles 35 530
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Food and Agribusiness Marketing in Europe (Hardcover)
Expected to ship within 12 - 17 working days
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This groundbreaking book is the first to provide state-of-the-art
information on the current changes and developments in European
food and agricultural marketing. Food and Agribusiness Marketing in
Europe contains broad and up-to-date coverage of agricultural and
food marketing by experts in a variety of European countries
including Germany, Greece, Italy, the United Kingdom, France,
Ireland, Belgium, the Netherlands, Spain, and Hungary. With
chapters selected by the famous marketing specialist Matthew
Meulenberg of The Netherlands, this enlightening book allows food
and marketing professionals to gain new perspectives on the
changing roles of food retailing and food industry in agricultural
marketing and the structure of agriculture and food markets.This
insightful book introduces readers to the common factors
influencing European food marketing today including the stagnating
volume of food demand, severe competition between suppliers of
agricultural and food products, the overall shift in agricultural
marketing towards more market-consumer orientation, and the
resulting concern about product development, branding, and customer
relationships. Major national differences in food and agricultural
marketing in each country are also analyzed, in particular, the
problems of implementing European Community legislation in the face
of tremendous divergences among member countries in their needs,
expectations, and priorities. Some of the other important topics
covered in this in-depth book include: European food consumption
and consumers food retailing in Europe the impact of the Common
Agricultural policy and other government policies on agricultural
marketing the conduct of agricultural marketing institutions and
agribusinesses and their marketing performances agricultural and
food marketing channels in European countries Food and Agribusiness
Marketing in Europe is the first resource available that provides
essential information on the tremendous changes in food and
agricultural marketing in Europe. It is an invaluable reference on
European marketing for students and teachers of agricultural
marketing, European-oriented agribusiness managers, and
internationally oriented agriculture policymakers who need to
develop an understanding of food marketing developments in this
area of the world.
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